iab-2018年美国网络广告收入报告（英文）

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1、Tableofcontents110Background:TheIABinternetadvertisingrevenuereportisnowinits23rdyear211Executivesummary:Digitalrevenuessurpassed$100Bforthefirsttime312Fullyeargrowth:Digitalrevenuestotaled$107.5BinFY2018413Keygrowthdrivers:Social,commerce,GDPR/CCPA,programmatic,andnewadtechnologyhighlig

2、htthisyear’sgrowthdriversHistoricalrevenuemix:Secondhalfrevenuestotaled$57.9BRevenueconcentration:Top10companiescommand75%ofthemarketFullyear2018results:DigitalvideoshowsthelargestgrowthamongallformatsQ42018results:Videoexpandsshareofoverallrevenuesto16%Socialmedia:17$29Bofdigitaladrev

3、enueattributabletosocial18Digitalaudio:Totaldigitalaudioadrevenuesreach$2.3B19Revenuesbypricingmodel:AdrevenuescontinuetobeattributabletoCPMpricingmodel20Historicalpricingmodeltrends:Performance-basedpricingisstillthefriendliestforadvertisers7Quarterlygrowth:Revenuesgrew19.8%betweenQ4201

4、7andQ420188Desktopvsmobile:Mobilecommands65.1%oftotaldigitaladrevenues9Historicalquarterlyrevenuetrends:Q42018revenuesreach$31.4bHistoricaltrends(desktopvs.mobile):65.1%ofallrevenuesarenowattributedtomobile141516Formats(desktopandmobile):Mobiledigitalvideorevenuegrows65.2%Digitalvideo(d

5、esktopvs.mobile):Mobiledigitalvideorevenuehit$10.2bAdmarketsharebymedia:Internetadvertisingstillleadstheway2122Historicaladvertisingmarketshare:OnlyinternetadrevenueexperienceddoubledigitgrowthAbouttheIABinternetadvertisingrevenuereportCommissionedbytheIABandconductedbyPricewaterhouseCo

6、opersLLPonanongoingbasis,withresultsreleasedquarterly,the“IABinternetadvertisingrevenuereport”wasinitiatedbytheInteractiveAdvertisingBureau(IAB)in1996.ThisreportutilizesdataandinformationreporteddirectlytoPwCfromcompaniessellingadvertisingontheinternetaswellaspubliclyavailablecorporateda

7、ta.Theresultsreportedareconsideredtobeareasonablemeasurementofinternet/online/mobileadvertisingrevenuesbecausemuchofthedataiscompileddirectlyfrominformationsuppliedbycompaniessellingadvertisingonline.Thereportincludesdatareflectingdesktopandmobileonlineadvertisingrevenues